Why many marketers look to cut vendors.
eMarketer – December 3, 2018
By Ross Benes
As the number of companies in the marketing tech industry landscape keeps growing, some marketers are finding that they’re working with too many middlemen.
In a spring 2018 study by Sizmek of 522 brand marketers in Europe and the US, 28% of respondents said it is a critical priority to reduce the number of vendors they work with. An additional 36% stated reducing vendors is a high priority. Responses were similar between US and Europe respondents, though respondents in Europe were slightly more likely to classify vendor reduction as a high or critical priority.
“We’re seeing greater consolidation on tech across the board because the capabilities are getting commoditized,” said Richard Sobel, founder and CEO of Marcato Solutions.
The survey indicates that marketers are prioritizing reducing their number of vendors at a time when several high-profile marketers are calling for transparency in the complex ad supply chain. Eight in 10 marketers surveyed by Sizmek agreed that the digital media landscape has become too complex.